Chief Marketing Officer

at  Vision Ireland

Vision Ireland is Ireland’s national sight loss agency, we are a not-for-profit charitable organization which provides support and services nationwide to people experiencing sight loss. We provide a variety of services to support and improve accessibility to people who are living with sight loss ranging from emotional support and counselling to employment support and rehabilitation training.
Our mission is to enable people who are blind and vision impaired to overcome barriers that impede their independence and participation in society.
We have over 130 Stores, 370 employees and 1,100 volunteers.
We are searching for a newly created role which will be vital to our growing organization.
The Chief Marketing Officer will be joining a dynamic and transformational executive team. As a member of our Senior Leadership Team, you will report directly to the CEO and play a critical role in shaping and implementing marketing strategies throughout our organization.
Leveraging your expertise in rebranding, digital marketing, and e-commerce, you will drive customer engagement, convert subscribers, and generate demand for our products and services.
You will also collaborate closely with senior leaders, engage external partners, utilize data-driven insights, and optimize marketing channels to maximize our impact and budget efficiency.
This position presents an exciting opportunity for a talented candidate with exceptional interpersonal, communication, and organizational skills.
A significant aspect of this role revolves around a comprehensive rebranding project spanning all Vision Ireland’s subsidiaries.
This is a fantastic opportunity to lead, and project manage the rebrand, with a particular focus on our retail stores and services. You will strategize the development of our brand to elevate it to new heights.
With your strong project management, communication, and leadership skills, you will drive our marketing campaigns, content creation, and video strategies, aligning them with our organizational goals and objectives.
Furthermore, you will enhance our digital capabilities, implement best practices in social media and digital marketing trends, and foster collaboration and growth. Additionally, you will be responsible for managing our Communications Team, designing, and implementing comprehensive communication and rolling out social media strategies to increase reach, followers, engagement, and revenue conversion.
Salary: DOE

SELECTION CRITERIA:

Selection criteria outline the qualifications, skills, knowledge and/or experience that the successful candidate would need to demonstrate to be successful in the role. Applications will be assessed on the basis of how well candidates satisfy these criteria:
Desirable Skills, Knowledge & Expertise:
To excel in this role, we are seeking an individual who possesses:

A digital marketing background in a fast-paced commercial environment.

• Preferably 8+ years of experience in building online capabilities and customer acquisition.
• Operational and strategic experience required
• Experience within the media/content sectors is highly desirable.
• A degree (or equivalent) in digital marketing, business, or a related field is preferred.
• Previous success in establishing and developing a Marketing Department is valued, along with a record of delivering measurable results and financial outcomes.
• Strong interpersonal skills and the ability to lead high-performance teams will set you apart. Confidence in representing the Vision Ireland brand to external stakeholders and pitching our vision.
• A strong grasp of SEO ranking factors, Google Ads tools, e-commerce management, and large-scale data testing is highly desirable.
• A creative mindset and adaptability in managing diverse teams, coupled with experience in fast-paced and complex organizations.

• Strategic Brand Management: Develop and implement brand strategies that align with the company’s goals and objectives. Ensure consistent brand messaging across all marketing channels and touchpoints.
• Compiling the overall marketing strategy for the Vision Ireland Group in line with the wider group strategy. Strategize the development of our brand to elevate it to new heights.
• Corporate Image and Reputation: Establish and maintain a positive corporate image and reputation in the market. Monitor and manage public perception of the company and its offerings.
• Oversee the execution of rebranding activities. Lead rebranding efforts, if necessary, by developing a comprehensive strategy for repositioning the company’s brand in the market.
• Collaborate with retail teams to develop marketing strategies for physical stores, ensuring a consistent customer experience across all retail locations. Drive foot traffic, enhance visual merchandising, and optimize in-store sales.
• Planning, creating, and implementing a comprehensive communications and social media strategy to increase reach, number of followers and engagement, and to drive revenue to retail / customer conversion.
• Designing and implementing a digital marketing and e-commerce strategy with conversion rate optimization at its core for the organization’s suite of products; building affinity, converting subscribers/members and leading demand generation with Retail, Services, Foundation among other areas of the organization.
• Working with the CEO and other senior leadership team members to deliver on the marketing requirements for diverse range of prestigious areas across the organization.
• Consulting with senior leadership team to set corporate goals and maximize budget value.
• Consulting with third parties, such as digital agencies and software vendors, to optimize channels, lead generation, bidding, and targeting strategies for the group.
• Researching and analyzing performance drivers to improve future campaign profitability/growth and contributing towards yearly marketing budgets, KPIs and sales forecasts.
• To manage and lead the Communications team.
• Role model the values of the organization and is solutions focused.